MISA Collective Blog

THE BRIEF

MISA Collective, a company making reusable produce bags from recycled plastic bottles, wanted some blog content that would drive traffic to their site, while also speaking to a very specific audience - people who are dipping their toe into the world of sustainable living for the first time.

My clients asked for humor and a hint of snark, while adding value for the reader and tying in the many benefits of the product.

WHAT I DID

I hit on the idea of an article from the viewpoint of a reluctant camper, where I could solve camping annoyances with hacks involving MISA products. I also tied in research results showing how good nature is for us, ultimately giving the article a pro-outdoorsing-it stance, aligned with the company’s values.

RESULTS

“Florence created an engaging blog post for MISA Collective that successfully expanded our brand voice and subtly promoted our product by illustrating useful examples for readers. Well researched and written, it offered insights in a catchy way. Florence was easy to work with and great at making requested adjustments.” - Michelle Ang, MISA Collective

Jumping Beans Website

(launching soon!)

THE BRIEF

Jumping Beans, an early childhood physical learning program, needed a website refresh. Their goal was to encourage more signups, make their message more clear, and the site more target audience friendly. Maintaining their image as an authority in early childhood education was important to them.

WHAT I DID

Jumping Beans’ point of difference is that it is a scientifically-backed, evidence-based program, so the brand wanted to make sure to keep key phrases like “cognitive development”. To make the tone feel more approachable and welcoming, where possible I went for lighter, more friendly words. I kept the educational flavor, but made sure to pepper in some gentle humor here and there. Parents of pre-school kids need a laugh more than anyone!

RESULTS

“Florence went above and beyond her brief of a copywriting ‘refresh’ for our website. She really got into the voice of our message and communicated it in a light, friendly tone.” - Sophie Foster, Founding Director, Jumping Beans pre-school gym

Queertrip Welcome Email

THE BRIEF

You know what they say about first impressions... For this project, the queer-positive travel site Queertrip wanted to make the most of the opportunity they get to speak directly to a customer who subscribes to their email list. My guidelines were to make the customer feel a sense of welcome and belonging and to set up an expectation for how much communication there would be in the future.

The team also wanted to include some calls to action - following on Instagram, telling a friend, and voting for the next City Guide. Oh, and it was important to them to get across some key brand messages - an attitude of inclusion and community, with the point of difference that they are an indie business, not a corporation.

WHAT I DID

The Queertrip tone is real, fun, encouraging and informative. I steered clear of any text that might sound too corporate or formal. I opted for light, conversational language, with as many lols as I could muster. Ask me about my spam jokes (I have more).